Wayne Coates Videos for LifeMax

At the Official Launch of Lifemax Mila on October 10 and 11, 2008,
Brian Bilbro of Lifemax sits down with Dr. Wayne Coates, the foremost expert in the world on the growing and harvesting of Salvia hispanica, better known as "chia".

Part 1 (7:29min): For 18 years, Dr. Coates has been selecting seed and assessing the role of climate, altitude, soil, rainfall on the quality of chia seed. Brian Bilbro finishes his introduction (at 3:36) to audience applause. Dr. Coates goes on to talk about the start of his project, including the challenges involved in learning how to grow chia, and how to harvest it mechanically (6:39). Why does he say he hates to use the word "miracle" to describe Mila (7:17)?

Part 2:
(1:37min) Where are the optimal areas to produce the highest quality seed? "The seed is basically from the southern Mexico--Guatemala region, the region where the Aztecs came from. And because of that, there's limitations on where it can be grown. It can't be grown in the continental U.S., for example." Dr. Coates describes starting in Argentina, and trying in other places in the world. He mentions that Mila is an "oil seed" containing about 30% oil and states that for all oil seeds, "The cooler the climate, the higher the oil content." For that reason, higher elevations are preferable.

Part 3:
(1:26min) Brian Bilbro states that there are about 200 "different variations" of chia seed out there, and some of the chia out has "little to no efficacy." Dr. Coates elaborates: "The Aztecs had a multitude of varieties of chia seed," and goes on to talk about how he began his work with a mixture of seeds, which varied in their nutritional value. He notes that seeds and plants that have a darker color generally has more phytonutrients. Over the years he has been able to selectively breed those varieties of chia that have higher nutritional value and are best suited to particular growing regions. This is an ongoing process.

Part 4: (2:14min) We've only just begun to develop chia as a crop. Wheat has been a crop for thousands of years, but we just began working on improving and selecting chia since 1991. Mila is a mixture of seeds, combined to select the highest level of antioxidents, fiber, nutrients, etc.

Part 5:
(1:00min) Is the white seed superior to the black seed? Dr. Coates says that he and Ricardo Ayerza were the ones who planted the original seeds. They've planted them side by side in different climates in different countries, and there is no difference between the two. Don't believe what you read on the internet.

Part 6:
(3:34min) The Delivery System. Bilbo says, "Chia is so new...It's like the wild wild west out there in the chia world... Slicksters and people come in with untruths trying to make a fast buck and take advantage of the public." Coates responds: I've seen chia in stores and often the quality is terrible: dirty seed with weed seeds, plant parts, all of that. Another product, chia flour, is low oil content and so is low in omega-3. In our process, we don't "grind" the seed, because this squeezes out the oil and makes a paste, which also would heat and oxidize the omega-3 oils. We are improving bioavailability by breaking the seeds into particles so that they can be absorbed faster. We are still working to improve this process.

Part 7: (4:09min) The Omega-3 Market. Bilbo says: About 98% of people are deficient in omega-3 fatty acids. Fish oil and flax oil are a $20 billion dollar in global sales last year. This will continue to grow to a multi hundred billion dollar market. Question: How does Mila compare to fish oil. Coates responds: Our bodies cannot make ALA (alpha linoleic acid) is truly the only essential fatty acids. Your body is going to convert ALA into DHA and EFA. There are toxins and contaminants in fish oil and fisheries are unsustainable. Chia is a sustainable source. Your body will convert ALA into long chain omega-3s (DHA and EFA) as long as you don't have too much omega-6 in your diet. Mila has a ratio of 3:1 omega 3s to omega 6s.

Part 8:
(2:01min) Comparison with flax. Flaxseed is not approved by FDA as a food and is illegal to sell as food in some countries. It doesn't even have GRAS status (Generally Recognized As Safe.) You have to grind it fresh every day, and because it has no antioxidants, it will start smelling fishy after a few days, which is the degradation of omega-3s.

Part 9: (1:11min) Dr. Coates' Personal Thoughts. Well I guess the bottom line is, once we found out how great this particular seed was, and we could see what it could do, teaming up with Jimbo and Sherri, an opportunity to get it out there faster and in a superior form to the world, it's just tremendous feeling, and I thank you all for getting involved and in particular Jimbo and Sherri for their leadership and getting to know them as friends, and I must say that what I saw up here today, that's Jim and Sherri when I talk to them on the phone or in their offices that's not a 'standup routine', that is them.